Beverly Hills to Las Vegas: Inside the Exclusive World of NOW Agency
With a presence in two of the country’s most image-conscious markets, NOW Agency is taking a more selective approach to modern public relations, combining media visibility, curated activations and access to a growing network of founders, tastemakers and brands.
In Beverly Hills, influence has always operated as much behind closed doors as it does in public. Las Vegas, meanwhile, is experiencing its own evolution, with a new generation of hospitality, wellness, luxury and lifestyle businesses changing the conversation around the city.
For NOW Agency, the connection between the two markets feels natural.
Founded by Tash Greizen more than a decade ago, the agency has built its business around media relations, brand positioning and the idea that visibility is most valuable when it reaches the right audience. Today, with a presence in both Beverly Hills and Las Vegas, NOW is positioning itself at the intersection of two very different but increasingly connected centers of influence.
The agency’s client roster spans founders, hospitality concepts, wellness and beauty businesses, luxury brands and personalities, but its philosophy remains relatively simple: a compelling story still matters.
“People can tell when something is being forced,” says Greizen. “Our job is to find what is genuinely interesting about a client and build from there. Sometimes that is the company. Sometimes the more interesting story is the person behind it.”
Beyond Traditional PR
While media relations remain central to NOW’s work, the agency has increasingly looked beyond the traditional press cycle.
Private dinners, intimate founder gatherings, hospitality experiences, brand collaborations and select activations have become another layer of the agency’s approach.
Rather than staging events simply for visibility, NOW focuses on the composition of the room itself, bringing together people who might have a reason to know one another.
An emerging founder may be seated near an established entrepreneur. A hospitality client might host a group of tastemakers who later return independently. A brand introduction may lead to a collaboration months after the original event.
The philosophy is decidedly old-school in one respect: relationships still matter.
In an industry increasingly driven by algorithms, impressions and follower counts, NOW is betting that a well placed introduction can still carry considerable weight.
Beverly Hills Meets Las Vegas
Beverly Hills provides the agency with proximity to fashion, entertainment, beauty, wellness and luxury. Las Vegas offers something different: extraordinary hospitality infrastructure, constant cultural traffic and a rapidly expanding community of entrepreneurs and brands.
Together, the markets give NOW an interesting footprint.
The agency can introduce a Las Vegas founder to media beyond Nevada, create Los Angeles visibility around a hospitality concept, or bring personalities and tastemakers from one market into an experience in the other.
The strategy isn’t necessarily about being everywhere.
It’s about knowing where a client should be seen next.
The Founder Is Increasingly Part of the Story
One of the more noticeable shifts in public relations over the past several years has been the rise of the founder as a media property in his or her own right.
Consumers don’t simply search companies anymore. They search the people behind them.
A founder’s interviews, profiles, commentary and digital footprint can influence how a company is perceived long before a potential customer, investor or collaborator ever makes contact.
NOW has leaned into that shift, often developing the individual behind the business alongside the business itself.
For the right client, the goal is cumulative rather than momentary: one feature becomes several; several stories begin creating familiarity; and familiarity can eventually become authority.
A Smaller, More Curated Roster
Perhaps the most interesting part of NOW’s current strategy is what the agency isn’t doing.
It isn’t trying to represent everyone.
NOW is currently concentrating its onboarding around earned and paid media relations, while activations, experiences and collaborative opportunities are selectively developed around clients where there is a natural fit.
That narrower focus has also made the agency more particular about whom it brings onto its roster.
Potential clients are considered based on the strength of the brand, the founder’s story, timing, media potential and whether the agency believes it can genuinely add something to the conversation.
Some arrive through referrals and existing relationships. Others approach the agency directly.
Either way, a conversation comes first.
So, How Does a Brand Get Invited?
There isn’t a traditional application formula.
A founder or brand interested in representation begins by introducing the business and, perhaps more importantly, explaining why its story matters now.
Those that appear aligned with NOW’s current direction may then be invited to speak privately with a founder or agency partner.
From there, the agency determines whether the relationship makes sense on both sides.
It’s a subtle reversal of the traditional agency pitch.
Instead of asking only whether a prospective client wants NOW, the agency is also asking whether NOW wants the story.
That selectivity may ultimately be part of the appeal.
In Beverly Hills, exclusivity is hardly a new concept. Neither is access in Las Vegas. NOW Agency appears to be borrowing a little from both building an agency where media relations open the door, carefully curated experiences deepen the relationship, and being in the right room can sometimes be as valuable as being on the right page.
From Beverly Hills to Las Vegas, NOW isn’t simply asking where its clients can be seen. It’s asking a more interesting question: who should know their name next?
